Notes from the Field

In-housing your marketing doesn't automatically mean better results. This guide breaks down what to keep in-house, what to give your agency, and how to stop the split from costing you performance.

Getting discovered through AI search is only half the equation. This piece covers the paid media strategy, measurement framework, and campaign structure travel brands need to actually convert that demand into bookings.

Reaching the right person is the easy part. Here's what actually gets them to choose you.

Creative has always been the hardest variable in paid media to measure. Here's how we built a tool to change that, and what it means for creative strategy.

AI visibility data is probabilistic, inconsistent, and nothing like traditional SEO reporting. Here's what you're actually looking at, and how to actually use it.

The metric you plan against determines where your budget goes — and Adult Reach may be pointing it in the wrong direction.

April is already handing brands some of their most useful social lessons of the year, here's what they mean for your strategy.

Most brands know AI visibility matters but don't know where to start. Here are five plays you can act on now, and the teams you need to bring with you to execute them.

Here's what financial services brands should be thinking about to get full value from their affiliate channel.

Social media users are moving away from public feeds and engaging more within tight-knit community spaces. Here's what the data tells us and how brands can follow the shift.

Rising acquisition costs are rarely a media problem. This article covers where CPA pressure actually comes from and how to address it at the source.

YouTube now operates as two distinct formats with different audiences doing different jobs. This article covers what that means for how advertisers plan, buy, and measure creator content.